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PVR INOX, the largest and the most premium cinema exhibitor in India, hosted an exclusive premiere of the highly anticipated film "Past Lives" which is slated for a theatrical release in India on July 7, 2023, by PVR INOX Pictures, the motion picture arm of PVR INOX Limited. The event took place on 28^th June in New Delhi and Mumbai among the presence of media, film critics/reviewers, brand partners, studio partners, PVR INOX loyalty members, MAMI and officials from the Korean Embassy. 

The popularity of K-pop is surging among Indian consumers. K-dramas and K-pop have also had an impact on the Indian entertainment sector. The storytelling techniques, emotional depth, and romantic plotlines commonly found in K-dramas have started to influence Indian television shows and movies. Additionally, Indian musicians are embracing Korean musical and dance styles, illustrating the influence of K-pop on the broader Indian music scene. Korean movies have gained significant traction in India, captivating audiences with their compelling narratives and distinctive cultural elements. The global popularity of Korean dramas and the rich tapestry of their culture have transcended boundaries, attracting a growing audience base in our country.

Speaking on the premiere night, Mr. Sanjeev Kumar Bijli, Executive Director, PVR INOX Limited said, “We are thrilled to present India’s first and exclusive preview of 'Past Lives' at PVR INOX as we bring this exceptional film to the big screen in India. From enchanting Japanese anime to captivating Korean dramas, we strive to bring diverse content to India, captivating audiences with unique storytelling experiences. 
As the k-cultural phenomenon grows in India among the youth, we are glad to grow this community by making such content available in cinemas across the country”.

"Past Lives" is an extraordinary cinematic masterpiece, directed by Celine Song and takes viewers on a spellbinding journey through time and fate. The film promises to mesmerize audiences with its captivating storytelling and unforgettable characters. The story revolves around two young souls in South Korea, who torn apart by destiny, find themselves reunited decades later. As they confront their shared past, their lives intertwine in ways that defy conventional notions of love and resilience.

Mr. Sang Woo LIM, Deputy Chief of Mission, Korean Embassy, India said, “I am extremely happy to be present at the premiere of Past Lives. Congratulations to PVR INOX and PVR Pictures for playing a great role for introducing Korean Culture to the people of India.”